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Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska.

By: Material type: TextTextPublisher: London : Routledge, 2021Edition: Second editionDescription: 1 online resource : illustrations (colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781000485684 (ePub ebook) :
  • 9781000485646 (PDF ebook) :
  • 9780367443382 (ebook) :
Subject(s): Additional physical formats: Print version :: No titleDDC classification:
  • 659.144 23 JUI
Contents:
1. Artificial Intelligence: Another Digital Transformation for the Future of Marketing 2. Integrated Marketing Communication: Pathways for Brand Messages and Content 3. Marketing Research Methods: Collecting and Analyzing Input for Decision-Making 4. Objectives and Budgets: Planning, Allocating, and Implementing Financial Resources 5. Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication 6. Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures 7. Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content 8. Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns 9. Sales Promotion Strategies: Motivating Shoppers to React and Respond to Special Offers 10. Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships 11. Brand Visibility Strategies: Displaying a Physical Presence and Using Personal Contact 12. B2B Communication Strategies: Retaining Customers and Discovering New Buyers
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books Books Central Library, SUST General Stacks 659.144 JUI (Browse shelf(Opens below)) 1 Available 0077853
Books Books Central Library, SUST General Stacks 659.144 JUI (Browse shelf(Opens below)) 2 Available 0077852

Previous edition: 2017.

Academic

Includes bibliographical references and index.

1. Artificial Intelligence: Another Digital Transformation for the Future of Marketing 2. Integrated Marketing Communication: Pathways for Brand Messages and Content 3. Marketing Research Methods: Collecting and Analyzing Input for Decision-Making 4. Objectives and Budgets: Planning, Allocating, and Implementing Financial Resources 5. Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication 6. Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures 7. Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content 8. Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns 9. Sales Promotion Strategies: Motivating Shoppers to React and Respond to Special Offers 10. Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships 11. Brand Visibility Strategies: Displaying a Physical Presence and Using Personal Contact 12. B2B Communication Strategies: Retaining Customers and Discovering New Buyers

Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK). UkOxU

Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. UkOxU

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